Progressive Grocer

DEC 2016

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82 | Progressive Grocer | Ahead of What's Next | December 2016 Nonfoods Cleaning Supplies Brush Up on Cleaning Balancing the tried and true with the innovative is key to success in the category. By Barbara Sax T he cleaning supply category remains a solid performer for supermarkets, but without much innovation in the past few years, it's not a category of- fering retailers tremendous growth. For that reason, retailers that promote the category year-round and concentrate on pockets of growth within it are seeing the best results in the household cleaning aisle. Previous innovation in the category has been convenience-focused, and products that make cleaning tasks easier are gaining share, particularly among younger consumers, who are more likely to purchase disposable cleaning products. "e wipe segment continues to expand as convenience products become a bigger part of the category," says Rita Gorenberg, associate director of public relations at e Clorox Co., in Oakland, Calif. "We're focused on introducing products that make quick cleanup easier." Last year, Clorox introduced Clorox Disinfect- ing Wipes with Micro-Scrubbers, which offer one smooth and one textured side for more challenging cleaning, and Triple Action Dust Wipes, designed to trap dust, hair and allergens. Category Snapshot "Multipurpose products are growing," says Shelley Cade, VP of marketing at St. Louis-based Willert Home Products. "Since consumers, particularly younger consumers who are living in smaller spaces, have limited space to store cleaning products, there's been movement toward one product that can be used for a variety of tasks." Multichannel data from Chicago-based IRI for the 52 weeks ending Oct. 2 show that dollar sales of all-purpose cleaners/disinfectants outperformed most other household cleaning segments, with an increase in dollar sales of 2.5 percent. e comparably strong performance isn't surprising, since research from Mintel, also based in Chicago, indicates that house- hold cleaner product purchasers are likely to rank cleaning power and antibacterial action among the most important attributes when selecting surface cleaners. By comparison, glass cleaners/ammonia saw a slight decline in dollar sales, while nonabrasive tub and tile cleaner dollar sales held steady, with a meager 1.5 percent dollar sales boost during the previously cited period. To boost sales year-round, Clorox partners with retailers during the back- to-school season to outpost disinfecting wipes near school supplies, and during cold and flu season on end caps and shippers placed near the pharmacy, to add incremental support and create op- portunity. is year, the company will also make a push for antibacterial and dusting wipes during allergy season. "We used educational shelf signage last year to communicate how keeping the house clean during cold and flu season can

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